While dressing up and making rounds in the neighborhood for candy may not be safe this year, Burger King France is encouraging customers to step on the gas and knock on their local drive-thru’s door instead.
As part of its Whoppeuuur Drive campaign, customers can deck out their wheels on Halloween and visit the restaurant for a 20% discount. Burger King is also offering a special prize to the best-dressed ride shared on social media.
The campaign, which was created by DAVID Madrid, offers up some car costume inspiration. It features a ghost, wrapped in all that leftover quarantine toilet paper, and a vampire with a fang bumper and streaks of blood. The spot also features a spooky, unexplained “forgotten fries” car as a warning to any customers to never let a Burger King Meal go to waste.
Over the years, the franchise has found memorable ways to reach its customers on Halloween, giving free Whoppers to patrons in clown costumes, introducing a Ghost Whopper and dressing up its Queens location as the ghost of McDonald’s.
According to Constance de Vasselot, group manager of family marketing at Burger King France, this year was no exception.
“With Whoppeuuur Drive, we’re offering families a fun, creative, and responsible alternative to going door-to-door trick-or-treating,” she said.
This year, Burger King Sweden and Denmark are also celebrating Halloween by throwing shade at the competition. In select restaurant bathrooms, a cross between Ronald McDonald and Bloody Mary appears when customers say “canceled clown” aloud three times. This marketing stunt aligns with Burger King’s tongue-in-cheek tradition of trolling its biggest rival. One stunt did draw the ire of some for being insensitive to businesses failing during a pandemic. The “Scary Places” campaign calls on customers to drive to a variety of dilapidated, abandoned fast-food restaurants and use Burger King’s mobile app to get a coupon for a free Whopper.
According to Saulo Rocha, the executive creative director of DAVID Madrid, the Whoppeuuur Drive campaign is a reflection of the franchise’s ability to inspire light-heartedness and maintain a sense of humor during the pandemic.
“We are very proud to be able to support this brand that constantly shows empathy and relevance to its customers,” he said. “With Whoppeuuur Drive, French families will continue to enjoy Halloween together.”